RIYADH, Saudi Arabia —Saudi Arabia has launched its 2025 summer tourism campaign under the slogan “Color Your Summer.” The goal is to attract over 41 million visitors and generate SAR 73 billion in spending.

Workshop Brings Together Tourism Stakeholders

Tourism Minister Ahmed Al Khateeb announced the launch during a workshop in Riyadh. The event, hosted by the Saudi Tourism Authority, gathered officials and business leaders from across the tourism sector.

“We hold this meeting each year to coordinate efforts,” Al Khateeb said. “This summer, the private sector has invested more than SAR 300 million to support the program.”

Six Destinations Offer Cool Weather and Scenic Views

The campaign runs through September and features six key destinations. These include the coastal cities of Jeddah and the Red Sea, as well as the cooler highlands of Taif, Al-Baha, and Asir. The program highlights places with moderate weather and natural beauty.

Flagship Events Return for 2025

Major events will take place across the country. These include the Esports World Cup in Riyadh, scheduled from July through August. Jeddah Season and Asir Season also return, offering shows, exhibitions, and entertainment.

“The Kingdom offers a wide range of travel experiences,” Al Khateeb added. “We’re seeing strong growth in both domestic and international tourism.”

Big Goals for Visitor Numbers and Spending

Officials expect the 2025 summer season to set new records. The campaign targets 41 million visitors from 18 countries, with projected spending exceeding SAR 73 billion.

“Summer is a key time for the tourism industry,” Al Khateeb said. “It’s a chance to grow, reach new markets, and offer more value.”

More Flights, New Resorts, and Fresh Experiences

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said this year’s program is the largest yet. It includes over 600 tourism products and services, created in partnership with more than 120 organizations.

New offerings include island getaways in Shebara and Umhat, five new beaches in Jeddah, and luxury resorts like the St. Regis and Desert Rock. The government is also increasing air capacity, adding over one million new flight seats for the summer.

Asir Season will return with a refreshed schedule focused on promoting the region as a top summer destination.

Slogan Reflects the Country’s Rich Variety

The “Color Your Summer” slogan showcases the Kingdom’s diverse offerings. These range from coastal escapes and mountain retreats to cultural events and global sports competitions.

Saudi summer tourism continues to grow. The Kingdom is working to become a year-round destination for travelers from around the world.